WalktheChat

14/07/2021

After 4 of operating brands' accounts on Little Red Book marketing, here is a summary of how we do it! Find out about the strategy on content, influencer campaigns, ads, store, and more!

Little Red Book, also known as Xiaohongshu 小红书, is the Chinese equivalent of Instagram. It's the best platform to read about product reviews, share outfits of the day, learn about fashion tips, and discover high-quality brands. Since Little Red Book reviews could directly impact sales, it's on...

17/07/2020

Bilibili is definitely a video platform/social media to watch out, especially if you are targeting GenZ population. Here are a few stats:
-In 2020, Bilibili’s MAU grew 70% to 172 million people, mobile MAU grew 77% to 156 million people, the interaction has reached a new high, DAU increased 69% to 51 million.
-The average age of the users of Bilibili is 20, over 50% of the users are from lower-tier cities.
- and life are most used tags, besides , , , , are also popular.
Sources: https://36kr.com/p/792134087591427

16/07/2020

Even with COVID-19, the Chinese beauty industry is still growing at 12.9%. YoY! It was a 299.2 billion RMB industry in 2019. Some interesting stats:
- According to 618 sales, the category that’s increasing the fasted are skin makeup, lipsticks, and eye makeup.
- The top 5 brands are still international brands, but domestic brands such as Perfect Diary, WHOO and Pechoin are catching up
Sources in Chinese：https://36kr.com/p/776648350063489

14/07/2020

announced on the 3rd of July that it would reduce its platform commission from ~20% to 5%, identical to the commission .

If traffic is coming from Xiaohongshu ads, the sales commission decreases to 3%.

With this adjustment to its commission rate, Xiaohongshu might convince merchants to invest more KOL and advertising resources to drive direct conversions. In the long run, this trend could lead end-users to gradually get used to buying directly from Xiaohongshu.

Read more:
https://walkthechat.com/xiaohongshu-drops-commission-on-sales-from-20-to-5-and-other-news/

05/06/2020

and cooperation: China’s top short video apps and e-commerce giants pally up. Kuaishou can leverage the trust that influencers instill in their audience to tout products to increase the traffic for the e-commerce. JD expand content platforms’ revenue streams beyond advertising by turning content consumers into shoppers. A win-win for both.
Source: https://techcrunch.com/2020/05/27/chinas-top-short-video-apps-and-e-commerce-giants-pally-up/

03/06/2020

Sales on Live hit 2 billion yuan (US$280 million) just 90 minutes after the midyear shopping festival (618 festival) officially launched at midnight on June 1. Live streaming has become a significant sales channel for merchants to sell especially during the Covid-19 pandemic. In addition to selling by owners or KOL, this time over 300 celebrities including singers and actors will join live-streaming sessions on Taobao Live while 600 company presidents will use the platform to sell their products.
Sourcce: https://www.scmp.com/tech/e-commerce/article/3086941/alibabas-taobao-live-reaches-sales-us280-million-opening-90-minutes

29/05/2020

Finance & Economics influencers are emerging on
The influencer “Zhinan Finance” has gained 843,000 followers on Douyin by analyzing current events from political, societal and personal angles. For instance, his hit topics are:
* Reopening business in US
* Luckin coffee
* Increasing of helmet price
In “Zhinan Finance”’ s analysis, there are datas and charts, news photos and cute stickers, which are very visualized and attractive to audience.
Source in Chinese: https://mp.weixin.qq.com/s/tQOPgA5XsfXbuuS7KC-g1w

29/05/2020

Luxury Brands Trying Out during Covid-19.
Since Covid-19 has challenged fashion industry, many brands have hopped onto the latest online trend of livestreaming. For example, Louis Vuitton’s held a livestream on the popular Chinese social e-commerce platform Little Red Book shows how luxury brands are happy to try out this new type of shopping experience. Here are some tips for brands trying out livestreaming: find the right streamer, decide on your target audience, and refine the technical details.
Source: https://jingdaily.com/tips-for-luxury-brands-trying-out-livestreams/

28/05/2020

Tr****ti character becomes a hit in
One person plays multiple roles and tr****ti are now emerging in Douyin. Mao Guangguang, a man who get popular by his Tr****ti character of shopping guide “Wu Guifang” has gained 4,240,000 followers in one months, and reached total followers of 8,330,000. In order to maintain the quality, promotion and advertising content are 40% of Mao Guangguang’s content.
Source in Chinese: https://mp.weixin.qq.com/s/xYF5alntj2pmOVsTUV3dVQ

28/05/2020

created about 29.63 million job opportunities in 2019. According to the report released by WeChat & the China Academy of Information and Communications Technology, WeChat’s products like WeChat Official Account, mini-programs and WeChat Pay have created jobs like technology development, product operation, digital content and management control with increased 16% YOY.
Source: http://www.xinhuanet.com/english/2020-05/17/c_139064147.htm

27/05/2020

The actress Liu Tao sold products value of 148 million RMB for T-mall in her first live-stream. There were over 21,000,000 people watched this live-streaming show where Liu Tao was the anchor and Juhuasuan partner to help selling products like houses, flight tickets and wine. Famous actress like Liu Tao already has a large number of followers and traffic, and which reveals the power of celebrity live-streaming influence. Stronger than KOL live stream, celebrity live stream is a new trend.
Source in Chinese: https://mp.weixin.qq.com/s/8lbHK6KQm-8_Zpj9ThBX4g

27/05/2020

monthly active user number rose to a new high of 1.2 billlion.
During Covid-19 time, WeChat is providing a platform for users to connect with their family & friends when they are required to stay at home. Moment advertisements also had a strong growth and Mini program DAU hit the number of 400 million by providing daily services mini program such as grocery shopping and municipal services. WeChat handed in a nice transcript even during this difficult coronavirus time.
Source: https://mp.weixin.qq.com/s/dtL6UdhtV0DMFFrI5t5Oxg